Demand Generation From the Outside In
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This document summarizes a presentation by Ardath Albee on demand generation strategies. Albee is a marketing strategist and author who believes buyer personas are key to content strategies. The presentation discusses how attention has evolved from cursory to intentional, and how content should match what buyers want, including content structured by business role. It also emphasizes the importance of consistency across channels to help prospects connect information. Engagement data can inform program design, and consistency involves pre-event, event, and post-event activities around triggers for education, expertise and evidence.
Demand Generation From the Outside In
- 1. Demand Generation from the Outside In Ardath Albee @ardath421 San Diego | Room 31B Marketing Interactions, Inc.
- 2. About Ardath Albee Clients include: Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut 27 years of business management & marketing leadership Author of eMarketing Strategies for the Complex Sale Industry Speaker, Workshop Leader, Blogger Top 50 Marketing & Sales Influencer 2012 Obsessed about helping B2B companies use eMarketing strategies & contagious content platforms to turn prospects into buyers. Believes buyer personas are the key foundational tool for every content strategy. www.marketinginteractions.com @ardath421
- 3. The View from Outside
- 4. The View From Inside
- 5. The Result
- 6. Attention is… a capacity to maintain selective or sustained concentration.
- 7. Cursory Attention I might be interested…
- 8. Misleading Attention That started out interesting…I wonder if my dry cleaning is ready?
- 9. Voluntary Attention Every time I read their stuff, I learn something useful.
- 10. Intentional Attention This information will help me solve a problem I’m dealing with. I wonder what else they can add…
- 11. The Content Marketing Continuum The Evolution of Attention Cursory Voluntary Intentional Attention Attention Attention
- 12. Value is… where your company’s strengths and your customers’ needs intersect.
- 13. The Latest Trends for Buyers Using a wider variety of sources More time self-serving research Increased the team members involved Conducted deeper analysis Spent more time on social media doing research The 2012 B2B Buyer Landscape: New Challenges, New Complexity
- 14. Context Matters Carol in Customer Service Steve in Sales My call center agents need I need the call center to to reduce average handle increase up and cross sell of time (AHT) to improve our new product to expand efficiency. our footprint with existing customers.
- 15. What Buyers Want • 75% want content with less “sales messaging” – DemandGen Report • 73% of IT Decision Makers want to discover ideas they can share and discuss with colleagues. – IDG • 56% said they were unsatisfied with their buying experience – 2012 B2B Buyer Landscape: New Challenges, New Complexity • 47% prefer text/narrative content, 33% visual – DemandGen Report • 39% IT buyers appreciate receiving follow-up content related to content viewed; Up to 2 assets in 4 – 6 weeks – IDG • Only 25% say they’re willing to consider vendor content as trustworthy – DemandGen Report
- 16. A Few Things to Consider • One-size-fits-all content doesn’t work. – 45% of buyers want to see content structured by business role DemandGen Report • What you think about buyers may not ring true. – Only 31% of marketers say they completely know their target audience. Demandbase / Ziff Davis • Content Marketing means more than content – Top challenge for marketers in 2012 is creating enough content Content Marketing Institute / Marketing Profs
- 17. The Story Never Ends
- 18. Going Au Naturel Nurturing programs are not defined by your database.
- 19. Gain Reach With “Natural Nurturing” Your Database Has Limits Search Get Found Email for Tweets Press Release Nurturing Articles Blog Lead Posts Database Connected Conversations LinkedIn Status/Groups and Content Pathways Offers for Lead Generation
- 20. Channel Consistency is Critical Twitter Website Blog 3 new widgets for How access to colleagues We’re the leading #collaboration in 2013 and data powers #ourcompany + link provider of… productivity Our SaaS #collaboration Our X solution won Improve your customer tools increase productivity by 30% - check it out + link another award! satisfaction with presence We just released a mobile We added 37 new Shorten your time to app for secure doc customers this revenue with project #collaboration + link month workspaces Product Focus Company Focus Customer Focus
- 21. Why Consistency Counts It’s up to you to connect the dots for your prospects. They will not do it themselves.
- 22. Engagement Is Your Compass • Audience Use this data • Topics to inform • Channels marketing • Content program design
- 23. How to Develop Consistency Pre-Event: Post-Event: • PPC Campaign • SlideShare • Press Release • Email Archive Link • Industry News Ad • Q&A Blog Post(s) • White Paper • Registration Page • Article Series • Email Invitations • Podcasts • Tweets • Invitation to view • LinkedIn On-Demand • Blog Posts
- 24. When to Pull the Trigger 5 Tips for How to Gain How ABC Co. Productive User Adoption Uses Video Video for Video Conferencing Meetings Conferencing to Grow Discover Explore Buy Revenues Education Expertise Evidence
- 25. Email Twitter Facebook LinkedIn Google+ WOM Gain “Earned” Triggers
- 26. Shift Ideas Approaches Focus Orchestration
- 27. Thank You! Ardath Albee, B2B Marketing Strategist Marketing Interactions, Inc. Web: www.marketinginteractions.com Twitter: @ardath421 Blog: http://marketinginteractions.typepad.com Free Persona Tool www.upcloseandpersona.com